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Good morning, Marketers, it all comes down to control.
It occurred to me that many of the qualms we search marketers have could be alleviated if platforms gave us the ability to choose. Just look at how keyword match types have evolved over the years — explaining it to newer professionals usually invites the question, “Then why is it even called ‘exact match’?” After all, why shouldn’t we be able to opt-out of machines making our decisions when we know exactly what it is we want, as might be the case with Google’s title changes.
Over the last few years, platforms like Google have shifted their focus away from established brands with vast resources to make their products easier to use for SMBs. This “leveling of the playing field” has been referenced by many professionals and it clearly demonstrates the importance of expanding your products to make them viable for new audiences. I think we can all understand that aspect of it, but where is the sense in taking levers away from those that are trained and know how to use them?
George Nguyen,
Editor
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